Inhibitions and Implications Associated With Celebrity Participation in Health-Related Social Marketing: An Exploratory Research Focused on HIV Prevention in Portugal

• Type: Article in International Scientific Journal
• Date: 2012

Authors

casais, b (Author) Other; proenca, jf (Author) FEP

Journal

Title: Health Marketing Quarterly

Vol. 29 No. 3

Pages: 206-222

ISSN: 0735-9683

Publisher: Taylor & Francis

Indexing

ISI Web of Knowledge

Scopus - 14 Citations

Scientific classification

CORDIS: Social sciences

Other information

Authenticus ID: P-008-5NX

DOI: 10.1080/07359683.2012.705642

Abstract (EN): This article discusses motivations and inhibitions among celebrities to participate in health-related social marketing. The research identifies the implications that this involvement may have upon their lives. Results from in-depth interviews with 27 Portuguese celebrities show that they expect a fee for endorsements of commercial and government social marketing, despite the positive image they may gain from endorsing public health. The results demonstrate an absence of celebrity prejudice against HIV because of its serious nature and the social stigma attached to AIDS. This research suggests there is a positive bias and presents helpful information for negotiations between institutions and celebrities. © 2012 Copyright Taylor and Francis Group, LLC.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 17